As a financial advisor, you know that content marketing is a critical component of your overall marketing strategy. It allows you to establish your expertise, build trust with potential clients, and generate leads for your business. But how do you ensure that your content is reaching the right people at the right time? That’s where the concept of a content marketing funnel comes in.
In this lesson, we’ll explore the next level content marketing funnel and how it can help you create and deploy different types of content for different strategies in your business. We’ll discuss top of funnel, middle of funnel, and bottom of funnel content, and how each type of content can engage prospects at different stages of the buying process.
At the top of the funnel, you’ll find prospects who are completely unaware of their need for financial services. These prospects are ones and twos on the buying temperature scale, and they require content that educates them about the value of your services. Examples of top of funnel content include white papers, case studies, and blogs.
In the middle of the funnel, you’ll find prospects who are in the self-education phase of the buying process. They’re interested in learning more about your services, but they’re not quite ready to engage with you yet. These prospects are typically fours, fives, sixes, and sevens on the buying temperature scale. Examples of middle of funnel content include online webinars and video courses.
At the bottom of the funnel, you’ll find prospects who are ready to do business today. These prospects are nines and tens on the buying temperature scale, and they require content that is more sales-oriented. Examples of bottom of funnel content include seminars and appointment processes.
It’s important to understand the different types of content that you should be deploying at each stage of the funnel, as this will help you attract qualified prospects and generate leads for your business. If you’re looking to scale your leads, you’ll need to focus on top of funnel content such as white papers and case studies. If you’re looking to drive short-term results and revenue, you’ll need to focus on bottom of funnel content such as seminars and appointment processes. And if you’re looking to develop leads over time, you’ll need to focus on middle of funnel content such as webinars and online video courses.
As a financial advisor, understanding the content marketing funnel is crucial to the success of your marketing strategy. By deploying the right types of content at the right stages of the funnel, you can attract qualified prospects, build trust with potential clients, and generate leads for your business. So download the next level content marketing funnel and start thinking about the types of content you’ll be deploying in the top, middle, and bottom of your funnel.